Strategy: To further incorporate social media engagement between customer and RM brand. Specifically by offering rewards to customers who participate and engage with RM social media features. Focusing RM's presence on Instagram, a photo based sharing application. Tactic: Offer 20% off of Starry Eyed, Home by RM product line when you spend over $250.00 in stores or online and in addition Instagram or tweet a picture of the home item within your home space using the hashtag #StarryEyedRM. You can redeem your 10% refund online or in stores within two weeks of your post. Control Method: The 10% off of $250.00 is only available from Nov 25 - Dec 25 as a holiday special event. A customer can on participate a total of 3 times within the span of the month. CLEARANCE (15% ďƒ $11,425 * .15 = $1,714) Objective: To introduce customers to home design stories and inspiration boards that feature RM product line in order to continue engagement between the customer and product line as well as offer a platform for review and suggestions. Strategy: Provide customers with an innovative way to engage with the new home lines style capabilities as well as provide a mechanism fro customer's to give inspiration to the future direction of Starry Eyed, Home by RM. Tactic: Within each store feature style storyboards as well as hold an in store session where a home design guru puts on a house and home style guide session. Customers will be able to bring in pictures of their own home as well as inspiration images to consult with RM style junkie. Customer review boxes will be available and the home design session will give Rebecca Minkoff executives feedback as to where customers are utilizing the current product and what holes remain within the line that could be filled in future collections. Control Method: Customers much make a minimum purchase of $100.000 while attending the home design inspiration and consultation style session. All merchandise including ready to wear apparel and accessories is included within applicable merchandise to the offer.
33